SMHOW | Homeless Charity Case Study - Calibre9

Case Studies

St. Mary’s House of Welcome


Increasing Brand Awareness and Visibility

St. Mary’s House of Welcome has been passionate about supporting the disadvantaged and people experiencing chronic homelessness since 1960. They have provided over 31,200 nutritious meals and 18,720 support sessions to Melbourne’s homeless in the last financial year alone.

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#1 position in Google for ‘homeless charities’

Successfully managed to take a difficult keyword to the top of the search results in Google

553% increase in overall ranking keywords

The website saw a massive increase in overall visibility

184% increase in organic sessions

Huge jump in organic traffic and page views

The brief & plan

Improve branded keyword visibility from ‘homeless charities’ type keywords and increase organic traffic

Calibre9 tasked itself with improving organic traffic through to the SMHOW website. Our goal was simple – improve keyword visibility and increase organic traffic from ‘homeless charities’ type keywords.

Work commenced with an extensive in-depth technical audit, which was used as the foundation to map out subsequent strategies.

  • Technical audit and fixes
  • On-page optimisation
  • Link building


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The delivery & outcome

Big jump in organic visibility resulted in new donations and increased awareness

Our audit uncovered a number of technical issues like multiple h1s, thin content, duplicate titles and more, all of which were successfully fixed. Once the tech fixes were done, we optimised the site and used interlinking strategies to funnel authority to our target pages. We then mapped out and implemented on-page and content changes across the entire site to ensure it was optimised for our target keywords.

This had a huge impact on a number of areas. The charity received a significantly increased number of donations, and awareness grew within the homeless community allowing SMHOW to help even more vulnerable people.


  • Top of page 1 for ‘homeless charities’
  • 50+ KWs on page 1
  • Massive increase in organic traffic


*Calibre9 offers free or heavily discounted SEO services for Not for Profits and Charities. Please get in touch if you know a charity that needs a hand.


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"Extremely professional and knowledgeable SEO service. I appreciate their friendly, willing to go the extra mile attitude and after only a short time am seeing incredible results.”

Fiona Dickson (St Mary's House of Welcome)

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